Learning the Biz with Valerie LoCascio

Learning the Biz with Valerie LoCascio

By: Kelsey Wray

Photo found: Google.com

I interviewed PR professional, Valerie LoCascio and was fortunate enough to get a glimpse of her everyday job and what it entails. Valerie graduated from Georgetown University with an emphasis in Art History and then earned her graduate degree from St. Josephs University in 1987.

Valerie has learned the tricks of the trade in the PR world for about 20 years now. She currently holds the title, President of Potomac Hudson Media, a PR firm in Washington D.C. A typical day for Valerie includes: writing strategic plans for her clients, spending time with clients to review plans and execute plans, speaking with editors at magazines and producers at television networks.

Valerie is responsible for developing a client base and helping clients to increase their visibility in the marketplace. She specifically works for magazine and television networks, so occasionally her responsibilities have also included producing television programs. Valerie noted that this is not typical for someone in public relations, but it is something she loves. Her workday usually begins at eight o clock sharp and continues until the wee hours of the night ending a day’s work around ten.

Public Relations encompass about 50% of what she does. She also writes strategic plans and consults as a producer for In Style Magazine Celebrity Weddings and Richard Gere Productions. Valerie told me, “It is through these relationships that I can secure media placements for clients.” I later asked Valerie, “What would you say is your favorite experience that you've endured while working and doing what you do best?” Valerie answered with, “My favorite experience hands down has been working with Richard Gere and his efforts with the Dalai Lama in helping those in India who are suffering with AIDS.” She said it was challenging in that the media was not very interested in talking to Richard Gere about his philanthropic efforts and it was her responsibility to convince them that they needed to hear his story. She also added how rewarding it was when it came together. I couldn’t help but notice through the interview that most client expectations are very high. Valerie explained to me that managing client expectations is difficult and not everyone leaves happy.

My last question for Valerie was, “What advice would you give to college students?” She answered with, “Do not take no for an answer. Give a whole new meaning to persistency. If you get turned down for something, even if it’s something you have little interest in, continue to seek out the position and stop at nothing until you get some sort of feedback. You never know where the experience could lead you. Who knows, in the muddle of everything you could find a contact that can help you get one step closer to your dream job.”

Like Valerie, I am also a “people person” and I hope one day I can discover a job in Public Relations that I too can be as passionate about. I will always try to remember my interviewing experience with Valerie LoCascio and try to incorporate what I learned from her in further job positions.